Crown Clown Tokyo branding by Hiromi Maeo

February 11th, 2014 by retail design blog

Crown Clown Tokyo is a Tokyo-based high-performance cosmetics brand. By reducing the extra advertising expenses and middle margin, rich component is used abundantly than the common products. In Japan, the product package with middle-ranged-price need to be outstanding on the shelf. However, this works only for the purpose of beating competitors, and is disuse for customers daily lives.

The products of Crown Clown exclude this kind of expression, and express with the design which become familiar with all kinds of lives. Because this product is unisexual, the color and design with gender gap are excluded, and this middle-ranged-price product is aiming at having luxury sense. Moreover, Japanese letters are excluded in the front side, and made them look more like western products. This allows the products to approach customers who are used to using high-valued products.

The symbol of Crown Clown is composed by 3 motives, and they express the characteristics of the products itself.
Crown: The crown on the symbol is a motif of “Milk Crown” which is the phenomenon of becoming crown by poring. The crown has the meaning of top quality.
Clown: The clown sits close to the shield, exist for providing smile to people. Like in the activity of a Hospital Clown advocated by Patch Adams, who is an American doctor, smile improves immune strength, and promote recovering from disease symptoms. “Clown = symbol of recovery” which tries to create smiles for people.
Shield: “Shield = symbol of defending beauty”

The general, cosmetic products are produced with a large amount of stock and distributed through online stores, drug stores and the other channels. So the package needs to be outstanding more than competitors’ products, and inevitably the large amount of the cost is paid for design and ads. Eventually, this cost is added to the retail price. Crown Clown excludes this kind of cost as much as possible, and use more highly-concentrated active ingredients than competitors’ products. Crown Clown thinks this concept as a true advantage for customers. Creating a package with general tube-like form helps keeping prices down.